Kaya Youth launches new skincare line designed for mask wearing

By

Isabelle Crossley

Published
Nov 18, 2020

Skincare brand Kaya Youth will launch a new product line named 'Skin Relief' designed to tackle skincare concerns arising from wearing face masks.

 
Kaya Youth’s ‘Skin Relief’ range will launch on November 25, the brand announced in a press release. The line is designed for the ‘new normal’ and includes products for both men and women. 
 
The brand plans to hold a virtual launch event for the line with brand head and dermatologist, Suchit Bansal. Kaya Youth promotes itself as a dermatologist-led skincare brand and is marketing this line as “India’s first-ever skincare range for the new normal of wearing face masks,” according to the brand’s press release. 

The brand currently retails a range of cruelty-free skincare products from its dedictaed e-commerce website. Kaya Youth is expanding its product selection and other recent product releases include an ‘Urban Detox’ range of purifying face masks and serums. 
 
Personal care brand Marico signed a licensing agreement with Kaya to launch Kaya Youth as a skincare brand in early 2019. As part of the agreement, Marico agreed to pay royalties to Kaya for Kaya Youth sales.